Vice President – B2B2C Marketing

Role Overview

• Translate enterprise brand architecture, reputation goals, and strategic platforms into actionable B2B2C marketing strategies.
• Define how enterprise narratives show up and come to life with partners (industry, retail, trade, etc.).
• Build compelling, insight-driven value propositions tailored to priority partners.
• Partner with Strategic Intelligence to assess/optimize priority consumer audience(s) based on insights, segmentation, and reputation KPIs.
• Identify priority B2B audiences and decision-makers across retail, trade and institutional ecosystems to influence.
• Develop tailored messaging frameworks, proof points, and partner narratives that align with enterprise strategy.
• Develop structured co‑marketing models and frameworks partners (e.g., state/regional teams, dairy coops, processors and brands) can adopt and plug into.
• Lead co‑marketing planning with priority partners, including annual planning and quarterly optimization cycles.
• Create scalable toolkits, assets, and activation playbooks that partners can adopt quickly.
• Lead integrated briefs for cross-enterprise Reputation initiatives requiring joint activation.
• Ensure briefs clearly connect enterprise Reputation priorities with partner and audience needs.
• Work with internal marketing, comms, and agency teams to align activation with enterprise messaging and platforms.
• Develop and steward B2B2C programs helping partners meet Reputation and business plan goals.
• Refine programs based on partner feedback, insight, and performance data.
• Lead the enterprise’s annual B2B2C marketing planning cycle with internal and external partners.
• Maintain alignment on messaging and priorities with teams across the enterprise (Marketing/Communications/Affairs, SRs, MilkPEP, ABI, etc.) to ensure consistency and reduce duplication.
• Define and manage KPIs, partner activation metrics, and reputation indicators (in partnership with Strategic Intelligence).
• Evaluate program and partner performance via dashboards, quarterly reviews, and insight loops.
• Apply insights to refine future partner programs and strategies.

Requirements

• Bachelor’s degree in marketing, communications, business, or a related field
• 10+ years in CPG, B2B, and/or B2B2C marketing with progressive leadership responsibility
• Demonstrated success building partner-facing marketing strategies and co‑marketing programs
• Depth in brand strategy, go-to-market planning, category leadership, or commercial marketing
• Strong track record working cross-functionally in highly matrixed organizations
• Experience influencing senior stakeholders, both internal and external
• Comfortable with data, insight, measurement, and performance reporting.

Benefits

• competitive compensation and generous benefits to help our employees balance their work and personal lives
• comprehensive health and welfare plans offer medical, dental, vision, paid parental leave, life, short-term and long-term disability and flexible spending accounts (health care, dependent care, transit and parking)
• 401k provides up to a 10% match and includes a Roth account